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Before you go ahead and create your first Facebook card it's very important that you understand the

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keys to success.

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Many beginner advertisers dive straight in and it's no wonder that they struggle to get click through

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conversions on a return on their investments by watching this lecture.

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You will be able to avoid those common mistakes and really understand the seven things that you need

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to focus on in order to create Facebook accounts that will grow your business.

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This video is essentially a crash course in Facebook ads.

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So I highly recommend that you grab a pen and paper right now.

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Start taking notes because this is going to save you a huge amount of time money and frustration.

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The first key to success with Facebook ads is targeting and targeting simply means getting your ads

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in front of the right audience.

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This is not only the first key to success but it is the most important one where I recommend you put

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most of your attention.

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The simple reason that targeting is so important is because there is such a massive audience on Facebook.

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There's over 1.8 billion active users.

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And for example if you wanted to get just 180000 customers from that audience over 1.8 billion people

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we're talking about a tiny tiny tiny percentage 0.01 percent.

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So you need to be really laser focused in who you put your ads in front of because remember that Facebook

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is an advertising company and if you hand them money they are going to spend it.

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So the onus is really on you to get your ads in front of the right people.

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If you want to get the best results.

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The great news is that there is a ton of great ways to target your ads on Facebook and I want to give

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you an overview of them right now.

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So the first way to Target for ads on Facebook is with core targeting and this allows you to put your

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odds in front of people who may be near you in a radius by demographics.

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Male Female what age they are interests.

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What Facebook pages they like or their behaviors online.

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And if they're connected to your Facebook page or not there when this came out initially this was revolutionary

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and gave Facebook a huge advantage in the online advertising space because they had all this information

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from the US when we created our profiles.

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That's why this information was so accurate and such an amazing thing when it first came out for advertisers.

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However the game has changed now and there is a new type of targeting that is even more powerful.

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It's called Custom audiences.

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And if you aren't using these you're advertising like it's five years ago because custom audiences really

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allow you to target people on Facebook who you already have a relationship with.

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And as you can imagine that's much easier to get a sale out of instead of just hitting up somebody who's

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cold who hasn't heard about your business or maybe targeting someone who's already been to your Web

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site you know a much better chance of getting a sale.

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Now in terms of the different types of custom audiences they are many different ones.

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But the general thing that links them together are general team is retargeting or remarketing.

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So retargeting to people who've already engaged with say your web site and creating a custom audience

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of those people you need to have the Facebook pixel in order to do it are going to show you exactly

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how to do that step by step.

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You can create a custom audience and retarget people who are on your email list who have engaged with

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your Facebook page who have engaged with your app you need to have the SDK installed to enable that.

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That's essentially the equivalent of the Facebook pixel and you can also create custom audiences in

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many different ways.

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Even people who have watched a video that you put on Facebook you could retarget those people would

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say lead and get leads out of them.

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So extremely powerful extremely flexible and Ill actually be showing you had set up all of these custom

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audiences.

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Later on in the course so let's look at some use cases to try and bring this to life.

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So taking the example of an e-commerce site let's imagine that we wanted to remarket to people who had

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visited our online shop.

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We can do that and make it even very personalized by using this type of remarketing called dynamic product

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remarketing.

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So in the ad here that we can see on the right hand side are the exact products that I looked at at

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the Adidas store.

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I could see them in my Facebook news feed and I can go ahead and shop straight away.

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So thats just one example you can shoot and a ton of different ways but you can see the power of remarketing

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using these custom audiences over just targeting people by interests who may be interested in your product

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but haven't even taken a step to visit your website.

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Now the third and final way to Target on Facebook is through look alike audiences and these are really

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a marketer's best friend because they allow you to scale your marketing efforts extremely efficiently.

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So a lookalike audience helps you to reach people who were like your current customers website visitors

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or Facebook fans what they actually do is you use a source audience.

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So one of the custom audiences that you've created and then use that to find similar people on Facebook.

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So for example I had a source Ionians of 10000 people and I was able to scale that into a targeted audience

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of two million people who were similar to that audience of 10000 people who had visited my web site.

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So extremely extremely valuable way that you can still scale your marketing efforts in a targeted way.

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So how would you start from scratch you might say OK that's great but I don't have any people coming

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to my Web site or using my app yet.

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So the process would be you might run an ad starting using Core targeting interests that type of stuff

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then you get those people to maybe come to your Web site or have a look at your app you can create a

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custom audience of those people and then on the back of that you could create a lookalike audience.

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So it is a process that you can build up and take advantage of all of these types of audience even if

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you're starting from scratch right now.

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So that wraps up the first key to success which is targeting.

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Now we're looking at the second key to success which is funnels.

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So what is a marketing funnel and how does it really apply to Facebook ads.

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Well here is actually a screen shot from inside the ads ads create two where you create Facebook ads

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and you can see those three columns here awareness consideration and conversion.

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And this is essentially the funnel although it's on its side.

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So people first become aware of your product then they actually consider taking an action like watching

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a video going to your Web site.

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And then finally they'll converge make a sale or sign up or visit your store in person.

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So that's the type of marketing funnel.

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And this is an important mindframe to think in because Facebook ads and the Facebook platform is actually

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different than google and google adwords.

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You don't hear a lot of talk about funnels in Google and that's because on the right hand side here

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you can see when people go to Google they type in something like Nike shoes.

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I can see the ads pop up right there but that's because I've already decided to buy Nike shoes or I'm

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interested in them because I'm typing them into Google.

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So my intention is much clearer and I'm probably much further down that funnel that we've talked about

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now over on the left hand side here I don't go to Facebook and I don't browse my news feed because I

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have a specific thing in mind.

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I'm really there to connect with friends and that's why you may need to make people more aware about

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your product first in Facebook and then start to move them down the funnel towards the sale.

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So here's an example of a couple of funnels that you could set up and think about say for example we

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wanted to get sales for an e-book an online course or anything.

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Firstly what you could do is starting off and get some traffic to a landing page where you give away

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a free ebook or something like that.

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People pop in their email you get their email address and then you start an email sales funnel to get

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sales.

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That's one example.

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Another thing that you could do if you're an online coach or a local business lawyer or something like

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that is you could create a lead and once again give away a PTF or an up option for a free 15 minute

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consultation.

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People pop in their email address you do the consultation over the phone and you make the sale at the

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end of that.

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You could also set up a phone something like people to watch a video showing the new features of an

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app that you've released and people having a lot of fun with it.

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And then you could remarket to those people who watch the videos to install the app.

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So there are a couple of examples but the key thing is to think about the funnel and where people are

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in that funnel.

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Are they even aware of your product.

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Could they move to can to consider and take an action.

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And are they really ready for the sale before they've even taken that consideration.

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Moving on to the third key to success would Facebook ads.

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It's for months now.

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The key thing here is that you really want to match your ad format to the objective.

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There's a lot of different formats for ads on Facebook you can use videos you can use images you can

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use what's known as carousel ads.

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And here are some basic rules that you can follow if you want to get traffic to your website.

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You should use a really an image link God or a carousel.

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If you want to get video views or use a video if you want to use collect leads use a lead out in and

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leave out forms if you want to get conversions and sales.

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Well having a link straight there is going to be better than showing people the video because people

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are going to click and go directly there instead of staying on Facebook and watching the video.

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Now if you want to run conversion that's member you have to have that Facebook pixel set up.

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And if this isn't making sense to you at all.

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Don't worry about.

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Go into a lot of detail.

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More later on.

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Finally if you want people to engage with a Facebook post you might be promoting a competition or something

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like that.

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Usually it is a simple image is going to be the best.

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Now moving onto the fourth key to success would Facebook ads its budgets and this is the key question

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that comes up how much does it cost to advertise on Facebook.

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Well I think there's really two ways to look at this.

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One is to look at the absolute minimum.

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So this is a screenshot from Facebook for business.

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It shows the minimum ad spend for the currencies that are listed up the top here.

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So for us the Australian dollar Canadian dollar euro a lot of countries there the minimum spans are

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as follows.

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If you just want to get impressions of people just to become aware of your ad there is a minimum of

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$1 per day but that's just going to be an image.

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People won't actually be able to click through if you want people to click to get a like on your Facebook

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page to watch your video to engage with the post then the minimum budget is going to be $5 per day if

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you want to get something like more of a low frequency event like an opt in.

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And the budget is at least $40 per day.

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So those are some of the minimums.

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Let's have a look at it from another perspective.

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And probably the better way that you should be looking at and matching your budget to your goals.

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So here are a couple of guidelines for maybe what are the type of expenses that you could be getting.

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A big disclaimer.

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Is there just a guideline.

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You're not on the current guarantee you're going to get these.

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But I would encourage you to try and work towards these numbers.

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So if you want to get Facebook fans you want a budget maybe 50 cents per fan e-mail subscribers one

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dollar per subscriber website traffic maybe about 35 cents per website.

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Visit product sales.

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You want to budget maybe $30 per conversion and up and sales for free up budgeted by $2 per install.

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So results will vary but there is some very rough guidelines to work towards.

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Fifth the key to success for Facebook ads is the odd creative and this is what people actually see in

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their Facebook news feed.

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So here are the four parts to a great and creative.

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First it needs to be visual.

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Remember that there is going to be a lot of competition for eyeballs in the news feed.

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So it needs to catch attention.

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Bright colors faces will really stand out so we can see here that this example its visual that pops

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really of the background this night.

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Nice bright color.

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Its relevance because the image is really related to what the ad is about which is freelancing.

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Here's to people working at home.

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They look like they're having fun at freelancing.

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It should include an enticing offer something that's going to catch my attention so interested in becoming

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a full time freelancer.

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We can see freelancing Asie head start working from home learn from five year full time experience so

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that's a pretty enticing offer.

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I can learn all that stuff.

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And again all of those Copie there is a strong call to action and encouraging me to really learn more

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about this.

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Let's have a look at one other example.

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This is not for Linked-In.

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Once again it's Bryce.

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We've got a picture of a girl here and a good face catching attention.

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It's relevant you can see $50 credits that's a good offer.

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And learn more.

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Strong call to action to really kick click through and get that offer.

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Now D6 key to success with Facebook ads is split testing.

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And this is all about really.

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If you want to maximize your budgets you need to find out what is most effective in your ads in terms

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of copy imagery targeting etc..

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So you want to when you put out a campaign not only have just one add one image and one audience that

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you're putting it into.

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You want to really test different variables.

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So here is just one example there's many different ways that you can do this but you could have two

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images you want to test which one gets more clicks.

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You can see there's a product here in the image or person in the image using the product and then you

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really test to see which one performs better.

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Now the great news is is these are pretty easy to set up in Facebook and here are just some of the split

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tests that you can run.

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So in terms of the creative you can test the headline a different image that landing page that you send

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people to the placement in terms of does instagram work better than the Facebook news feed or Facebook

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mobile in terms of targeting He can try different countries different genders different interests different

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consume audiences.

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So the Web site custom Ionians email testimonials etc. and there are other things like R-Type image

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versus video type etcetera.

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So it's just an overview of it.

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But the key thing to understand is testing is a big part of Facebook ads.

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That's a real key to success to find out what really works for you.

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And finally this seventh key to success but Facebook ads is tracking and reporting and the first thing

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to do and that's really important before you dive into reports is to define success for yourself.

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What are your business goals.

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Can you really get sales through emails if that's the goal then start to set some KPI.

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For those ads.

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What can I put forward per E-MAIL subscriber that really makes sense.

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And then you assess the results in terms of the metrics.

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There's a lot of different metrics in these reports like CPM to your CPC.

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What's really important of all these things and not to leave loose focus is how much is the cost per

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desired actions so the cost to get Facebook like if that's what you want is to get an email subscriber.

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That's really the key thing to get focused on.

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So these reports are not that hard to look at.

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Final thing is if you want to track conversions and see how many people from Facebook and say buy a

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product on your store you need to have the Facebook pixel set up and even you can track this through

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on the medics as well.

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Now I'll show you how to do that in terms of tracking reporting.

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This is the key message is you need to test learn and iterate and it kind of links back into our split

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testing.

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You want to really use that reporting as a feedback loop to improve the next campaigns.

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I would encourage you to set aside some budget to experiment.

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Don't expect to get massive results from the first campaign.

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It's going to be a little bit of a process until you find your rhythm.

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So to recap here are the seven keys to success with Facebook ads targeting follows odd formats.

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Budgets are created split testing and tracking and reporting.

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Of course this is just an overview of the keys to success.

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Will I keep putting this all into practice as we go through the course.